Apple scales back Vision Pro production, cheaper model may be coming

Apple has scaled back production of its Vision Pro headset, according to a new report from The Information. Sources said the company slowed production in recent months to shift its focus to a cheaper version of the headset. The new version could arrive as soon as next year.

Apple CEO Tim Cook acknowledged the high price point of the Vision Pro in a recent Wall Street Journal interview. Cook admitted that at $3,500, the device wasn’t designed for the mass market.

The decision to scale back production aligns with earlier reports indicating Apple planned to shift its strategy toward a more affordable headset. 

According to The Information, Apple has informed Luxshare, the company responsible for assembling the Vision Pro, that production could wind down as early as November.

However, sources noted that production could increase again if demand rises, and future models might use some of the same components but with upgraded processors.

In April, analyst Ming-Chi Kuo predicted that Apple would lower its Vision Pro shipment estimates for 2024 to between 400,000 and 450,000 units. Despite this, The Information reported that Luxshare has already produced between 500,000 and 600,000 headsets since production began last year. 

This suggests Apple may have enough stockpiled to meet initial demand.

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Cook described the Vision Pro as an “early-adopter” product, aimed at consumers who are eager to experience the latest technology.

However, many potential buyers may be waiting for a more affordable version to be released.